MRKT 426: EXAM 1
what are the five dimensions of service quality
Reliability, Assurance, Responsiveness, Tangibles, Empathy
gap 2:
The Service Design and Standards Gap not having the right service designs and standards
service industries
core product is a service ex. airlines
what are services?
deeds processes and performances
What is the customer gap?
difference between customer expectations and perceptions
what is gap 1
difference between customer expected service and company perception of consumer expectation
what is gap 3:
difference between service delivery and customer driven designs and standards
what is gap 4
difference between service delivery and external communications with customers
the most distinguishing characteristic of services is:
intangibility
what are the characteristics of a service?
intangibility inseparability: sold then produced and consumed heterogeneity: no 2 services are alike perishability
service quality is...
more concrete, feeds into customer satisfaction
what influences adequate service
perceived services alternatives, situational factors(snow storm), predicted service (customer reviews)
what affects desired service
personal needs (allergies), personal service philosophy, derived service expectations
what are the 4 ps
product, price, place, promotion
what are the 7ps
product, price, place, promotion, people, physical evidence, process
Why study marketing?
service based economy, service equals profit, imperative in manufacturing and IT
customer service
service provided in support of companies core products ex. care service
services as products
sold by service and non service companies ex. IT
gap 4:
the communication gap not matching performance to promises
what is gap 2:
the difference between customer driven service designs and standards and company perceptions of customer expectations
zone of tolerance
the difference between what the customer really wants and what he or she will accept before going elsewhere
Gap 1:
the knowledge and listening gap not knowing what the customer expects
gap 3:
the service performance gap not delivering to service standards
what is the objective of a service provider
to close the gaps
what happens to the zone of tolerance if the desired service level goes down
zone of tolerance with increase
